9th Edition February 2015
EXCLUSIVE
blind faith
DON SANT A,
WOODLANDS MARKET
pg. 36
ALSO IN THIS ISSUE
pg. 09
MICHELE McNEECE pg. 20
pg. 21
GRIMMWAY FARMS
pg. 26
from the creators of andnowuknow
KAREN CAPLAN HOW STICKY 速 IS YOUR BRAND?
2 / FEBRUARY 2015
IT’S G N I O G to be
Austin! by Robert Robert Lambert Lambert by
I
know what you’re thinking—another produce expo? Don’t flip that page just yet. If you know anything about the Viva Fresh Produce Expo, you know it’s going to be big.
The association is offering complimentary registration for retail and foodservice attendees along with complimentary travel fees for buyers.
“Yeah, yeah,” you might be saying. “Isn’t every show supposed to be big? What’s so special about this one?”
Tommy Wilkins, Director of Sales and Business Development for Grow Farms Texas, adds, “I love Texas, and I believe that it’s time to showcase our passion and innovation along with all that we have to offer. With the growing amount of products that pass through and are grown in Texas each year, it really is the gateway to the Americas. Plus, Austin is such a wonderful town. You’ve got to come and experience what makes Texas like no place else.”
One word: Austin. That’s right. World-class barbeque and top produce retailers all at your fingertips. If Texas’ larger than life culture doesn’t whet your appetite, nothing will. With powerhouse retail players like H-E-B already committed, I believe this expo is a 2015 must. Attendees are already lining up, and the Texas International Produce Association (TIPA) is rolling out the red carpet.
“
“
Connecting with suppliers is key to our success and the Viva Fresh Expo brings all of Texas and Mexico to us. It’s the best of both worlds, a regional expo that stretches international boundaries. – Hugh Topper, Group Vice President of Fresh at H-E-B
4 / FEBRUARY 2015
?
Did you know Registration is complimentary for retail and foodservice attendees.
This show offers an unparalleled look at the “Gateway to the Americas,” showcasing produce grown in the Southwestern United States and Mexico. Visitors will gain valuable insight through this unique opportunity to learn first-hand about issues like transportation, product availability, and upcoming trade regulations within and between the U.S. and Mexico. TIPA and Full Tilt Marketing have taken great strides to ensure that this event will be a great opportunity to create collaborative experiences. TIPA CEO Bret Erickson says, “The goal of Viva Fresh is simple, we want to increase the consumption of fresh fruits and vegetables by creating new connections for producers and buyers. We wanted to create an intimate event where we could pull in buyers from the U.S. and Canada to come in and meet first-hand with Texas, Mexico, and other Southwest U.S. grower/shippers and importers.”
OUR VIRTUAL FIELD TOURS provide a real-time view of the growing process and packing for several key commodities.
?
Did you know Mexico exported $6.4 billion worth of fresh or frozen fruits and vegetables into the U.S. last year.
Erickson adds, “This is an event created by grower/ shippers for grower/shippers, and it’s designed specifically to facilitate meaningful dialogue between buyers and sellers without the typical trade show distraction.” Believe me when I say you won’t want to miss out on this opportunity. You’ll get to take virtual field tours at farms and facilities in Texas and Mexico as well as discuss the U.S./Mexico Border, emerging trends and products, the importance of supermarket dietitians, and new technology, all while enjoying chef-inspired events and receptions with a foodie flair. Since everything is bigger in Texas, expect big ideas and big flavors. There aren’t enough amazing things I can say about this show, and I must admit, it’s hard to hide my excitement for it. The Viva Fresh Produce Expo is a must-see event. Don’t miss it!
DON’T MISS IT! WHEN? March 26–28, 2015 WHERE? Austin Hilton Hotel 500 E 4th Street Austin, TX 78701
Austin is considered the live music capital of the world with over 100 live music venues.
The University of Texas at Austin has the fifth-largest single-campus enrollment in the country, with over 50,000 students.
IN THIS ISSUE 09 MICHELE McNEECE: Achieving New Heights Ippolito’s new National Director of Produce Development discusses climbing to new heights in both her professional and personal growth.
20 KAREN CAPLAN: My Favorite Things Check out a few of Karen’s favorite things, from L.A. to Paris, France.
21 GRIMMWAY FARMS: An Organic Move Taking the Grimm-way to a whole new level.
26 HOW STICKY® IS YOUR BRAND? Discover new insights from this media tech company that will empower brand managers.
30 MISHALIN MODENA: Stretch Your Longevity Why is it important to stretch at work? We asked this yoga guru who didn’t just tell us, she showed us.
AndNowUKnow.com 2020 L Street Suite 320 Sacramento CA, 95811 (916) 520-1780
36
WOODLANDS MARKET &
DON SANTA
What does it take to open a retail concept in one of Northern California’s high-end zip codes? We asked Woodlands’ Don Santa.
FUTURE TECH
MOBILE TO MORTAR iBEACON http://www.inmarket.com/
WELCOME TO THE AGE OF
BLUETOOTH MARKETING You’re walking through a grocery store and… Bzz, bzz. That’s your phone again. It’s not a text message. Instead, it’s a notification about a sale on clementines going on right now. Welcome to the age of bluetooth marketing. This little quarter-sized device is called an iBeacon. It allows retailers to significantly improve the way they engage with shoppers, whether it’s by providing them with coupons, telling them an item is on sale, or reminding them about some of the latest instore promotions. Now retailers can measure the effectiveness of their campaigns and interact with shoppers the instant they walk through the store entrance. inMarket, a Los Angeles-based startup, uses bluetooth technology in its “Mobile to Mortar” beacons to communicate with apps on your smartphone or smartwatch and deliver relevant content via push notifications. Say sayonara to those loudspeaker announcements and costly paper fliers. For retailers who want to provide a more personalized shopping experience, iBeacons might just be the next big thing in digital marketing.
8 / FEBRUARY 2015
I love THE THRILL AND RUSH “ OF adrenaline I GET
“
FROM PUSHING MYSELF.
A NEWHEIGHTS CHIEVING
MICHELE MCNEECE IPPOLITO
BY JORDAN OKUMURA
T
hough her love of produce roots her to the land, Michele McNeece is no stranger to achieving new heights. Take summiting Mt. Kilimanjaro for instance. Last year marked a huge year for Michele. Between expanding Ippolito’s Brussels sprouts program and working on new business development, Michele made her way to the top of the coveted peak in Tanzania for a breathtaking look at the world around her. The avid hiker has also summitted a few other familiar peaks over the past 12 years, from Mt. Whitney to Mt. Hood.
“I love the thrill and rush of adrenaline I get from pushing myself,” she tells me. Michele’s drive translates into every part of her life, whether it be the vast network of Ippolito’s produce offerings or rescuing dogs and providing sanctuary for animals whenever she can. Michele has been in the produce business for more than 25 years. Her first job and introduction into what she refers to as her “Life’s Passion,” was at age 18 with Cream of the Crop, a small carrot shipper. Once Michele got a taste of the industry, and the people within it, she was hooked. Michele worked for both Boskovich Farms and Growers Express
before making her way to Ippolito International where she was recently named the new National Director of Produce Development. She has been working passionately for the company for the past 7 years. “I grew up constantly working with, and around, produce and the people involved. It’s helped me discover my work ethic and my motto in life— never give up and never take no for an answer,” Michele says. “If there is one thing that I have learned during my short time in the industry, it’s that this group of passionate and driven people work hard and play hard.”
THESNACK.NET / 9
Produce 101 MICHELE’S PRODUCE EDUCATION Michele calls her produce education Produce 101. “The industry is full of great mentors who were kind enough to share their wisdom and insights with me over the years,” she notes. Michele took a few moments to sit down and talk life with me—the passion she has for produce, Ippolito’s everevolving program, and what it takes to attempt a beast like Mt. Kilimanjaro.
1
WHAT IS YOUR ADVICE TO UP-AND-COMERS? Listen, listen, listen. Pay attention to your customer’s wants and needs. Respect is earned, not given. I have been in this business all my life and there are so many moments lost on the hard of hearing. Also, it may sound cliché, but live life to the fullest. You never know what’s going to happen… and of course, treat people like you want to be treated.
2
M I C H E L E MC N E E C E SU MMITING MT. KILIMA NJARO
“Never give up & never take no
”
for an answer.
10 / FEBRUARY 2015
WHO, WOULD YOU SAY, HAVE BEEN YOUR BIGGEST MENTORS? I was extremely fortunate in my life to have individuals who were amazing role models and mentors. They provided me with a path in life and in my career, while being generous enough to share their knowledge and wisdom. First, there was my mother, who was widowed at a very young age and left with four kids to raise all alone. She was my “rock” and instilled independence and a strong work ethic in me and my siblings. Second, there are two men that gave me my start in the produce industry—Joe Boskovich and Dave Adrian. While working as a coordinator at Boskovich Farms, I would sit and listen in amazement at both these men as they bought and sold various commodities. It was at this moment I knew I wanted to learn as much as I could from both of them. It was my dream that one day I would have the opportunity
to sit beside them and sell, sell, sell. These two men gave me my chance, and for that I will be eternally grateful. Dreams really do come true. Last, but surely not least, there is my sister Lisa. She personifies the very nature of someone who loves what she does and the people she comes in contact with, both inside and outside of the produce industry. I admire and respect her zest and tenacity for building relationships. She has instilled in me the importance of truly listening to your customer and the need of building trusting and lasting partnerships.
3
LET’S TALK ABOUT BRUSSELS SPROUTS. WHERE IS ALL THE CRAZE COMING FROM AND WHAT’S NEXT FOR IPPOLITO’S PROGRAM? I wasn’t a big fan of Brussels sprouts when I was a kid because traditionally they have only been boiled and steamed. With the new attention from chefs, foodies, and cooking shows, Brussels sprouts have finally been recognized as a versatile vegetable with a wide range of culinary possibilities. Their health benefits only increase their popularity. They are very high in Vitamin C, A, and B-6, and also have tons of potassium. Ippolito is the largest fresh Brussels sprout shipper in North America, so I have seen first-hand the explosive growth in the category. We started growing and shipping about 11 years ago when the company opened its Salinas office and now our goal is to keep up with demand. We are investing in new acreage to increase our year-round supply from Mexico, Salinas, and along California’s Central Coast. And it’s not just for Brussels sprouts. We have over 40 other items as well. As fresh produce consumption increases, along with the demand for different flavor profiles in fruit and veg, Ippolito will be adding new items across the board! So stay tuned.
4
HOW DID YOU FIND YOUR WAY TO IPPOLITO?
5
CAN YOU TELL ME ABOUT A DEFINING MOMENT IN YOUR LIFE? A defining moment in my life and career happened when I was just getting my bearings in produce. I was told by someone, who I admire and respect, that I would never make it in sales. He told me that I did not have what it takes. All I can say to this person today is thank you, thank you, and thank you. I proved to him that he was wrong. Most importantly, I wanted to prove to myself that I could do anything I set my mind to.
6
TELL ME ABOUT MT. KILIMANJARO, WHAT PROMPTED YOU TO TAKE ON THE ADVENTURE? I asked myself, from day one, “what have I gotten myself into?” (laughs). I think I have gotten more competitive as I have gotten older, and a lot of that comes in the form of challenging myself. I’d been thinking about doing it since about 2010 and this year I finally said to myself, “Let’s do this.” I’ve always been active, but when I began to train for Mt. Kilimanjaro, I really dedicated myself to running, swimming, spinning, and a lot of hiking to attain that level of “in-shape.” I felt good about where I was physically by the time I left for the hike in June of this year. We did the hike over seven days and summited the beast on the 4th of July. It’s all about making sure you are acclimated every step of the way. You can be in the best shape of your life, but if you don’t acclimate you can run into some major altitude sickness. We never had (knock on wood) any problems. We summited at 19,341 feet, just as the sun was rising. Being above the clouds was amazing and you really feel like you are on top of the world.
With a new role carrying Michele into the New Year, we expect to see great things out of this produce professional... and I imagine a few new heights as well.
Butch Corda, my former boss back from my time with Growers Express, called me up one day and asked if I would be interested in laying my roots back in Bakersfield. He has definitely been one of my mentors and an incredible individual to work for. The fit made a lot of sense, and I knew he would allow me to evolve my produce experience. I have now been in new account development for almost seven years and I love every day of it.
THESNACK.NET / 11
EYE ON
SRIRACHA
[see • ROTCH • ah]
SRIRACHA
IN SPACE
Did you know Sriracha has been in space? Don’t believe us? Google it. The sauce cruised out into space to be tasted by hot sauce lovers like Cosmonaut Yuri I. Malenchenko and Astronaut Edward T. Lu, aboard the International Space Station.
NICKNAME
IT? WHAT’S IN Sriracha is made from a paste of chili peppers, distilled vinegar, garlic, sugar, and salt. It is named after the coastal city of Si Racha, in the Chonburi Province of eastern Thailand.
This “Rooster Sauce,” as it is popularly called, has been associated with this nickname because of the graphic on the bottle. A little known fact—Huy Fong Foods owner David Tran’s Chinese zodiac sign is a rooster.
THE FIRS T
GENERATION
CAPSAICIN This is a chemical found in chilies that gives them their heat, and may have beneficial health perks as well. Research says that Capsaicin has anti-inflammatory properties, may relieve arthritis, and could speed up metabolism.
UNDERW OOD RANCHES Did you know Sriracha is made completely with fresh produce? No cooking, roasting, or boiling is involved in the making of the sauce. Camarillo, California-based Underwood Ranches is the exclusive supplier of jalapeños for Huy Fong’s spicy sensation, with 56,000 tons of the popular pepper making its way to Huy Fong’s Irwindale, California facility in 2014.
12 / FEBRUARY 2015
David made his first hot sauce, dubbed Pepper Saté Sauce, in 1975 in Vietnam—a product which he handfilled into recycled baby food glass jars.
SUPERSIZE IT Stay tuned for a gallon-sized bottle of Sriracha hot sauce from Huy Fong Foods. There are always at least 2 bottles in our fridge at the office, and from what we suspect, a few more hiding in discreet locations. We’ll happily take the gallon.
ROOSTER BOX Huy Fong Foods, Inc. has released a new “Rooster Gift Box” for your saucing pleasure, touting a 17 oz. Sriracha, 9 oz. Sriracha, 8 oz. Chili Garlic, and 8 oz. Sambal Oelek.
STONEFRUIT A ONE-STOP
snapshot OF
STONEFRUIT VARIETIES
Seasonality Flavor
Color
End of April to mid-August Tangy & sweet, develops a richer sweetness as it ripens Soft yellow and orange tones; red hints
APRICOTS
End of April to mid-June; July Tangy & sweet, develops a richer sweetness as it ripens Soft yellow orange
Seasonality Flavor
Color
giant lorna apricot
Seasonality Flavor
Color
APRIUMS *60–75% Apricot, 25–40% Plum
14 / FEBRUARY 2015
End of April to May; July More hearty with more nectar and a better shelf life Soft yellow and orange tones
April to end of September Sweet, tangy, and bright with aromatic nectar Red and orange with yellow undertones
Seasonality Flavor
Color
yellow peaches
Seasonality Flavor Color
End of April to end of September Smooth, sorbet sweetness Yellow flesh
YELLOW NECTARINES
May: Flat White Peaches June-July: Flat White Nectarines Similar to white peach, yellow peach, or white nectarine Varies
Seasonality
Flavor
Color
donut peach
Seasonality Flavor
Color
May to mid-September Very sweet, ranging from sugary to milder with herbal notes Red and orange with white and beige coloring
WHITE FLESH NECTARINES
16 / FEBRUARY 2015
Seasonality Flavor
Color
May to mid-September Very sweet, ranging from sugary to milder with herbal notes Red and orange
WHITE FLESH PEACHES
April to October
Seasonality
Juicy and sweet
Flavor
Ranging from dark purple to deep red/yellow blends
Color
red and black plums
Seasonality
May to October
Flavor
Fusion of flavors by variety
Color
Purple, red, spotted white, green, and yellow
PLUOTS/PLUMCOTS *60–75% Plum, 25–40% Apricot
STONEFRUIT 18 / FEBRUARY 2015
MY FAVORITE THINGS
KAREN CAPLAN President & CEO, Frieda’s Specialty Produce Paris, France, Fast Company Magazine, and Passion Fruit. What do these things have in common? Karen Caplan. The produce industry pioneer shares some of her favorite things, from trips to tomatoes.
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“Catch up on the newest trends entrepreneurial style.”
“Visit LA’s lesser known eateries.”
I am obsessed with the sweet, tender leaves of butter lettuce and the tang of a French vinaigrette.
”
“One of my favorite French bistros!”
“Eau de Lavender, more stores should be aware of their aroma!”
“
5
These little tomatoes have the best and sweetest flavor. They’re the perfect morning snack.
“I first visited Paris when I was 14 and it was love at first sight.”
”
1 4 7
Butter Lettuce Salad with French Vinaigrette The Smell of Whole Foods Market
NatureSweet Cherubs® Tomatoes
20 / FEBRUARY 2015
“
I found Sharon’s resource to be friendly to newbie vegetarians and meat eaters alike.
2
“My favorite fruit, eat with your tongue!”
Melting Pot Tours, Los Angeles, CA
5
Marche Moderne, Costa Mesa, CA
8
Paris, France
9
Passion Fruit
”
6
3
Fast Company Magazine
“Plant-Powered for Life” by Sharon Palmer, RDN
AN
organic MOVE by Robert Lambert
“
We are constantly challenging ourselves to meet the changing environment and reach new markets.
“
GRIMMWAY FARMS
- Steve Roodzant, General Manager of Beverage for Grimmway Farms >> With the launch of TRUE Grimmway Farms Organic Juices, the family-owned and operated Bakersfield, Californiabased company has created its own niche in the super premium juice category.
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With a foundation that has been steadily constructed over time, Grimmway has enhanced its product portfolio by giving consumers a superior juice option in the organic market.
“
B
ut this new venture into organic juice, powered by Grimmway’s Cal-Organic farming operation, isn’t the company’s first appearance in the juice market. While it has always been a top priority for Grimmway to expand its role as a leader in the
Grimmway is focused on answering the increasing demand for organic products. TRUE Juice is our next step.
organic category, the company’s involvement in the juice business has already been established for quite some time. “We have been tangentially involved in juice for over a decade, serving as a supplier for beverage distributors in the industry,” Steve tells me.
“Due to the rise in organic products over recent years, as well as the market growth of the premium juice category on a national level, we felt now was the optimal time to bring a Grimmway line to market,” Roodzant notes.
Melissa Pine Vice President of Beverage Sales
Bob Borda Vice President of Marketing 22 / FEBRUARY 2015
Kellen Stailey National Merchandising Director
For years, Grimmway has been a large-scale organic vegetable supplier. With Cal-Organic, Grimmway’s organic arm, the company is differentiating its produce offerings through flexibility in its business model. Roodzant notes, “We see this as a way to put a greater share of organic vegetables into the market. The amazing thing about the TRUE line is that every vegetable ingredient comes directly from our own farms. There is a part of Grimmway Farms in every bottle.”
Steve Roodzant General Manager of Beverage
When asked if the expansion into the juice category cuts into Grimmway’s fresh, whole, and value-added produce program, it becomes apparent from Steve’s response that TRUE products align with the company’s strategic growth as well. “Take kale, for example,” Roodzant says. “As you walk through a field of kale, there are plants that meet certain specifications for retail or foodservice. But there are also plants that may not be shelf-ready, but can be used for quality produce consumption. The flavor is not always dependent on what’s pleasing to the eye. In the end, most growth can be optimized in some process. This is where our operation becomes more efficient and allows us to utilize a higher yield.” Moving into the future, Grimmway will continue to invest in the organic side of the operation through the continued conversion of its conventional farmland to organic. This plan will help to support the referenced organic growth. “It takes three years to convert conventional fields to soil-ready for organic plantings,” Steve points out. Grimmway debuted its TRUE Organic Juice in March 2014, strategically aligning with retail partners for a soft launch. The unofficial rollout provided the opportunity to gear up the marketing and merchandising process. “This initial product introduction, through some of our tried-and-true partnerships, provided us a strong presence on the East Coast and in the Midwest. We have since rolled out our TRUE juice brand throughout the U.S. and into Canada,” Steve says. The “official” launch came in early October 2014, and was showcased at PMA Fresh Summit in Anaheim, California. From retailers to consumers, customers have expressed enthusiasm for all that TRUE has to offer, praising its organic nature, unique flavors, and competitive pricing.
THESNACK.NET / 23
“Grimmway is focused on answering the increasing demand for organic products. TRUE Juice is our next step,” he tells me. “Our strength in balancing an expanding portfolio is that we are a farming company at heart. Though our growth is substantial, at our core we have not strayed far from our roots.” In addition to organic carrots, Grimmway farms more than 65 different organic commodities year-round, from the Coachella, Imperial, and southern San Joaquin Valleys, to higher elevations in California’s Cummings Valley. The company grows 100% of the products that it sells.
24 / FEBRUARY 2015
“
“
Providing a unique organic product to the super premium juice category is where we enter the market. In case you are wondering, the new TRUE Organic Juice line consists of six vibrant, full-flavored options that include Bunched Greens, Bananaberry Crush, Wild Berry Blend, Tropical Mango, Blended Blue, and Pure Carrot in single-serve 12 oz. and multi-serve 28 oz. bottles. “Providing a unique organic product to the super premium juice category is where we enter the market,” Steve proudly states. It’s a high bar to set, but for a company that is constantly assessing and improving its place in the fresh produce industry, we can be assured that TRUE will continue to rise above and beyond.
TH E BU ZZ O N
H E A LT H Y PROD U C E
There’s a lot of talk about what makes these produce items super foods, but do you know how they can actually benefit you? By adding these items into your daily diet, you might just keep that doctor away and the operations on the game board.
1
avocados
Avocados are rich in a healthy fatty acid called oleic acid, which can help for speedy messaging within your brain.
2
apples
The high water content in apples dilutes the effects of its sugars while stimulating the flow of saliva, which can protect against tooth decay.
3
berries
The antioxidants in berries that give the fruits their red and purple color can also help the circulatory system and promote healthy blood pressure.
1
2
4 3
4
garlic
By having two or more servings of raw garlic a week, its cancer fighting compounds can potentially reduce the risk of lung cancer by about 44%.
5
5
6
broccoli
The sulfur in broccoli can be great for liver health because the liver requires it to properly detoxify various substances.
6
kale
Kale has more calcium than milk, which can help aid in preventing bone loss. Plus, its Vitamin C levels can help maintain joint flexibility. THESNACK.NET / 25
HOW
IS YOUR
BRAND by Christofer Oberst
26 / FEBRUARY 2015
?
L
et’s make a bet. What’s the first thing you notice on the Coca-Cola ad to the left—the bottle or the messaging? Sticky®, a media
technology company based out of New York, says chances
FRESH BLENDERS™
packaging test
are you noticed the bottle or the logo first, and then the messaging. But do you know why?
“Eye-tracking tells you what’s being seen, what’s not seen, how long it’s seen, and in what order it’s seen,” Ephraim “Jeff” Bander, President at Sticky®, tells me. “Companies don’t have to guess. If they have a package they want to change, we’re able to help them make smart decisions based on what customers are looking at, instead of going off gut feelings.” Using biometric data, Sticky® can accurately gauge in realtime what’s demanding the most attention from consumers’ eyes. This data is visually represented in the form of a heatmap, which shows marketers the path a consumer’s gaze takes when looking at advertisements, packaging, retail displays, websites, or more. In a world where you can’t escape from advertising, it’s no wonder a company will pay top dollar
“
to ensure its brand is displayed prominently against its biggest
Eye-tracking tells you what’s being seen, what’s not seen, how long it’s seen, and in what order it’s seen.
”
HEATMAP
competitors. Biometric measurements are objective. Sticky®
ensures that companies don’t rely on simply choosing what
“looks best,” but rather, what they know will increase brand awareness, maximize engagement, and optimize their return on investment. Take a look at Stemilt’s Fresh Blenders™ packaging for instance. A Sticky® heat map shows that a greater
concentration of time and focus is paid to the high graphic centerpiece of the packaging where the brand messaging is also located. The opacity map indicates what areas on the packaging are seen and what areas (indicated by the darker regions) are not. Just these two areas of testing alone suggest that the packaging gets the most bang for its buck, with very little packaging unseen by Sticky® consumer panels. “We offer fast insights, and we can help customers hit their target market,” Bander tells me. “Our fully automated, patented eye-tracking technology is quicker and more affordable. We also work with panel companies to find answers to questions such as purchase intent, brand awareness, and
OPACITY MAP
other attitudinal inquiries.” THESNACK.NET / 27
CITRINES
®
packaging test
Upper Label 48% Seen Time On: 0.8s Time To: 0.6s
Product Name 80% Seen Time On: 0.7s Time To: 1.2s
Main Imaging 96% Seen Time On: 1.7s Time To: 0.4s
HEATMAP
AUTOGAZER
online research platform Lower Label 74% Seen Time On: 0.8s Time To: 1.8s
Traditional biometric examinations are costly and require specialists to set up equipment. However, Sticky’s® recently launched cloud-based AutoGazer platform provides companies with fast insights into how people look at advertising campaigns by using direct feedback from consumers, rather than having to reach them through an intermediary. No labs are required for this online research platform. A link is sent to the user which allows them access to the same technology that
Duda Farm Fresh Foods Citrines® clementine packaging
Sticky® employs in its managed research, but adds the
is also another example of a great use of space and
tools to control their own studies and to pull their own
message placement. If the company ever wondered if its
reports from the cloud and off of Sticky’s® servers.
Dandy Dude was at all effective, the answer is yes. The Areas of Interest map communicates that 96% of test
“While Sticky® has for a long time provided technology that
subjects viewed the clementine character first, and also
delivers results and campaign insights to our customers
spent the most amount of time focusing on this area.
faster than traditional, in-lab, eye-tracking studies, we
Product name came in a close second. When creating
have found that some of them wanted even more speed
the design, Duda found that children are likely to
and flexibility than a managed platform can provide,”
request a snack because they notice the character on the
said Bander. “Providing our clients with access to
packaging, and Dandy Dude is a memorable one.
the same technology that we employ in our managed research, but adding the tools to control their own studies
28 / FEBRUARY 2015
CASE STUDIES beneficial performances
Several of the case studies performed by Sticky’s® online platform have proven beneficial for companies throughout the industry. Bander notes, for example, that see-through packaging can help increase sales simply because consumers perceive the product has fresher ingredients and feels less artificial. In addition, placing signage nearby showing a person using the product also helps increase the ring at the register. “One store wanted to sell more chips to women. Initially, they had a sign showing a single woman running and looking over her shoulder. They changed it to a group of women talking with a bag of chips, and it had an increase on sales,” says Bander. “This case study demonstrated that companies need to show more than just the product. They need to show interaction and a human connection; not just someone by themselves.”
OPACITY MAP and to pull their own reports from the cloud, off our servers, saves them time and money, while offering the same guarantee of the quality of their results.” AutoGazer allows accurate eye tracking from any webcam on a laptop or desktop computer. Once a company pushes content out to its target audience using Sticky’s® platform, results from the analysis can be downloaded within minutes. The webcam takes 10–20 pictures per second of a customer’s eyes and head, and thousands of points triangulate what they’re looking at, how long they’re looking at
“
it, and in what order.
The first step is always catching a consumer’s attention. Interest follows soon after. The key, Bander tells me, is in understanding how our brains work. “The right side of the brain processes images, while the left side processes text and numbers. If you want to connect and engage with your consumer, you want images on the left and text on the right,” says Bander. “If you do it the opposite way, your brain has to literally flip it. It doesn’t like to waste energy.” Sticky® is currently working on a browser extension that can tell what ads people are looking at on webpages. “Half of all the ads that people buy are never on the
Providing our clients with access to the same technology that we employ in our managed research... saves them time and money, while offering the same guarantee of the quality of their results.
”
screen, so they have zero potential to be seen,” Bander tells me. “As for the ones that have potential, someone might only look at half. The problem is that nobody knows which half it is. We can help companies by telling them how to monetize and optimize their ROI when placing ads.” Sticky’s® self-serve AutoGazer platform (no software or hardware, just a built-in webcam, double opt-in) promises to be a valuable tool, giving important insights as to how to best tell a product’s story and create a strong and lasting connection with the consumer.
THESNACK.NET / 29
STRETCH your
LONGEVITY Co ntr ibu ted by
M ish ali n M od en a
It may seem counterintuitive, but taking time for a break during your day can improve your workflow and productivity as well as that of your employees. If your lower back always feels tight and uncomfortable, or your shoulders feel like they’re inching up toward your ears, moving through a few stretches every day will help relieve that constant tension, both inside and outside of the workplace. When you step away from your desk and release the stresses of your responsibilities, you can come back to your work with a clear mind, ready to tackle the rest of your day.
1 Seated Backbend While seated with a straight spine and feet planted on the floor, take a deep breath and reach all the way up to the ceiling with your arms open wide, clasp fingers, and press palms toward the ceiling. As you exhale, let your gaze slowly draw towards your hands and bend slightly from your upper back and chest, lift your heart. Hold this for 10 seconds, release arms to your sides, then repeat a few times.
2 Seated Twist Sit in your chair with your spine tall and straight. Inhale, and on the exhale, twist to one side, keeping your belly button facing forward, twist from your torso grabbing your armrest. Breathe here for a few seconds, continue to twist on each exhale, then do the other side. A seated twist will help with both an achy back from hunching and sitting, and keep your digestion in check for those days when you have to grab some food on-thego that might not be the most healthy.
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3
4
5
FORWARD FOLD
wrist release
Eagle Arm Pose
If you can get away with a handstand in the office, by all means go for it. I know I have done it before. But to keep from distracting the office, a forward fold will do the trick. Stand next to your desk, fold over in half with soft knees and let gravity do the rest. Hold for at least 20 seconds and breathe. This is a very important piece to this pose — sway side to side if that feels good. By letting your arms and head hang, your neck and shoulders will decompress from all that computer typing. Plus, reversing the blood flow will give you a boost of energy for the rest of your work day.
Weeks and years of typing can take a toll on your wrists and forearms. Take a moment with each hand to bend your wrists in each direction. First, place your hands together in front of your heart, fingertips matched up. With one hand, press your fingertips toward the top of your opposite arm, bending one wrist back, then switch. Next, bend each wrist in the opposite direction by pressing your fingertips toward the inside of your wrist. To fully release any other tension, put both arms out like a cactus and give your wrists a good rapid shake side to side, then up and down.
Start by extending your arms out to the sides, then cross the right arm over the left. Elbow on top of elbow. Point your left thumb towards you, wrap your right hand around to meet the left. Bring the palms to touch. Take a deep breath in and stretch your hands up while dropping the shoulders down. Hold for three to five breaths, feel your shoulder blades expand on each inhalation and then change sides. Remember to relax your jaw.
About Mishalin
6 desk shoulder opener Scoot your chair out and stand a few feet from your desk so just your hands can touch. Drop your head between your arms to achieve a good shoulder stretch. Hold for 3–5 breaths. This will counteract the hunching that inevitably happens when sitting throughout the day, while also getting your shoulders back into proper alignment.
Mishalin Modena brings a portfolio of produce industry experience to our magazine, from her days helping to lead the marketing team at Green Giant Fresh and Grower Express to her current marketing efforts with companies like DiMare Fresh and Front Door Farms. With a lifelong background in fitness, she found her passion in Yoga and knew she wanted to inspire others to feel the same. Mishalin strives to bring an eclectic blend of music infused with an East-meetsWest philosophy and anatomy to her classes to help her students find inspiration. When she’s not chasing around her 2 year old daughter, Mishalin loves to spend time with her family in the outdoors, traveling, and searching for inspiration in every corner of the world. THESNACK.NET / 31
WTF
DO I DO WITH m a n d a r in s ? { what the fork }
GINGER MANDARIN PEPPER SALSA
INGREDIENTS 2 medium-sized ripe mandarins, peeled and cut into bite-sized pieces 4 red radishes, sliced ¾ cup yellow bell pepper, seeded and chopped 1 medium-sized fresh jalapeño pepper, seeded and finely chopped ¼ cup fresh snipped parsley 1½ tbsp fresh-squeezed lime juice 1¼ tsp minced fresh ginger root ¼ tsp salt
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DIRECTIONS
1 2
In a medium-sized bowl, stir together mandarin pieces, radishes, bell pepper, jalapeño pepper, parsley, lime juice, ginger, and salt. Cover and refrigerate at least 1 hour (no more than 6 hours) before serving, stirring a couple of times while chilling. Suggested Pairing: Serve salsa with cooked chicken or pork.
WTF
DO I DO WITH
k a le
?
{ what the fork }
KALE CHICKEN COCONUT CURRY SOUP
INGREDIENTS 10 oz bag Cut ‘N Clean Greens Kale 3 cups low-salt, fat-free chicken broth 1 can (13 or 14 oz) unsweetened light coconut milk 2 tbsp brown sugar 2 tbsp curry powder 1 tsp dried lemongrass 1 tbsp peeled and finely minced fresh ginger 1½ lb skinless, boneless chicken breasts or thighs, cut into bite-size chunks ½ a red bell pepper, seeded and sliced 4 green onions, white and greens part, sliced 3 tbsp fresh lime juice Garnish: ⅓ cup chopped fresh cilantro
DIRECTIONS
1 2 3 4 5 6
In a large stockpot, bring chicken broth, coconut milk, brown sugar, curry, lemongrass, and ginger to a boil. Add chicken and kale, pushing on kale with the back of a wooden spoon to submerge it in the boiling liquid. Cover pot and boil gently for 10 minutes. Add bell pepper, stir soup to make sure all greens are submerged, recover pot, and continue boiling for another 10 minutes. Add green onions during the last minute or two of cooking time. Stir in lime juice, serve into soup bowls, and sprinkle with cilantro. Variation: Add a scoop of cooked fragrant jasmine or basmati rice to each bowl before you add the soup.
Servings: 4 THESNACK.NET / 35
by
36 / FEBRUARY 2015
Okum Jo r d a n
ura
S
ometimes you just have to go with your gut. “I knew three years in, that rooting myself into a career as a stockbroker wasn’t going to be for me,” Don Santa, Owner of Woodlands Market, tells me. “So I took a chance.” Don took his personal savings, secured a loan, and convinced his father, Larry Santa, to join him in a new venture in the high-end zip codes that make up Marin County, California. The Santa family is deeply embedded in the grocery industry. Having arrived in San Francisco from Italy around the turn of the century, the Santa family looked to establish their roots. By 1910, the Santas had started the grocery store Hyde Street Market, which the family ran in the Nob Hill neighborhood for more than 60 years. “It was blind faith really, that drove me to revive our family’s grocery history. Now we’re one of the top grossing grocers per square foot in the country,” Don notes. During the 1960s, the supermarket industry in California began to heat up, pushing smaller independents into the periphery of many competitive communities. Around this time, Larry Santa and his brother moved across the Golden Gate to Marin County, and opened an automotive repair business instead of continuing the family grocery business. The business blossomed for 25 years until they retired in 1983. Enter Don. “I have always had a bit of the rebel spirit,” he laughs. “Without it, I probably wouldn’t have taken such a risky chance, especially in a place like Marin where the palates, expectations, and demands of the community are at such an elevated level.” As if the limited amount of real estate available in Marin County, California isn’t enough to keep this grocer on his toes, there is also the 2,000 to 3,000 people a day that come through Woodlands Market locations and its intimate aisles of local and regional goods.
THESNACK.NET / 37
“We have learned to adapt to a very specific type of consumer with a smaller format grocery store in key locations within the county,” Don notes. “As we strive to ensure that the Woodlands experience is right, we learn more about our demographics and the shopping styles of higher-end zip codes.” The point is to continuously evolve, he tells me. In the past couple of years, Don has made it his new ambition to rework Woodlands’ brand identity. The logo alone is constantly being revised and improved upon as Don works to revitalize the format and create a familiar and lasting impression within the community, both aesthetically and emotionally.
The company recently expanded to three locations with a rebranding effort in place. Don made a move to rework the flagship Woodlands location with a new full service café, while also expanding in Tiburon and looking to develop the Woodlands farm to offer a truly local and sustainable agricultural program to supplement its current vendor relationships. “For so many years, Woodlands has been a local institution in a region without a true town center,” Don tells me. The first location, in Kentfield, is taking on the atmosphere of a town piazza, with a flower shop and café wrapping around the edges of the store itself. Growth in Kentfield has increased as the area around the store has become available, allowing for the location to branch out at an organic pace.
From the beginning, it’s been about family for Woodlands. Family integration and involvement has created a thread that continues to carry throughout the stores and communicates Woodlands’ care and concern for the people. Interaction is huge for Don, who tells me the family is nothing without their staff. “Woodlands is an extension of our pantry and my family. We are taking what is typically a mundane and, at times, a sterile experience, and elevating it to a place where it feels like we are opening our homes to the community.” How does someone do that? Textures, lighting, scents, music, people at the door… it’s an ambience that is second to none and drives both the character of Woodlands and the culture.
Each step along the way has been piecemeal, but taken with the utmost concern and purpose. “We aren’t looking to evolve for the sake of evolving,” Don tells me. For Don, it’s about creating greater efficiencies that he can then communicate to the consumer. Quality over quantity.
“My family rolled up their sleeves and decided not to take a day off for the first couple of years,” he laughs. “I think I worked 1,000 straight days once the doors opened. But it’s what I love about this business—being present and involved in the range of operations that make Woodlands tick.”
“I’d like to develop Woodlands in a way that the locations become a hub where people can meet and greet, and are organically drawn to the atmosphere and character of our people. We are trying to replicate the spirit of family in our stores,” Don notes.
To paint a picture for you, Don basically slept on a small ledge in his office above the store when Kentfield first opened, allowing him to spend even his sleeping hours at his new venture.
38 / FEBRUARY 2015
Woodlands has a bountiful, organic flavor to it, and that has come through Don’s efforts to keep the store simple yet detailed, as well as colorful, eclectic, functional, and streamlined. Don has been involved, along with his sister Joanne, in every inch of the store’s design. From the family photographs of the first generation of Santas in the Bay Area, to the craftsman-like architecture of the building and vibrant, rich landscapes in both paintings and décor… Don has truly brought Marin within the woodwork and wonder of Woodlands Market. “I took what I call a ‘glorified convenience store’ and attempted to make it a staple throughout Marin County,” Don tells me. “Or rather, a second home.” “When I started to develop Woodlands in the mid-80’s, the design of stores in the area included big advertisements in the windows and turnstiles that felt like they communicated a sterile and impersonal environment,” he says.
Hyde
Stre
et M arke
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u in Tib y il m a Fa Sant
Tower Lyford
late
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1930s
The design of Woodlands is quite unique, ranging from weather-worn crates spiced up with vintage labels, and harvest-themed décor, to wood rakes, wicker baskets, hanging scales, and stained wood paneling aside locally painted artwork.
While Randy tries to buy as much produce from local farmers as possible, shoppers will also find produce sourced from all over the world. The mentality is to provide choices for the consumer instead of making the decision for them.
The produce spread is also a diverse landscape of local, regional, and international items. “We follow the seasons and the best tasting and best quality fruit,” General Manager and Produce Purveyor, Randy Salinas, says. The company has always steered its ship with a central buying platform for produce, he tells me.
Spot buying is also a key to differentiating the company’s portfolio, which tasks Randy and Don with making that trip to the produce terminal or to the farm and buying the best produce they can find “on the spot.” It has been smooth sailing for Woodlands, with Randy at the helm of the buying team.
Randy has been immersed in the produce industry all of his life and has been managing the same department for the same company for almost 30 years—Woodlands. He came on before Woodlands was Santa-owned and stayed on when the new owners took over.
Don has had grocery in his blood for generations, but he’s also had great mentors and formed lasting relationships with the retail community over the years. Take Walter Robb and the Whole Foods format for example. Though the two retailers have some markedly similar concepts, Don will be the first one to tell you that they do not necessarily compete in the same circles, regionally.
Woodlands prides itself on cultivating long-standing relationships with its vendors, understanding the weight of the difference between making a purchase based on price and a purchase based on quality, Randy notes.
THESNACK.NET / 39
“I think about what it takes to manage a handful of stores 365 days a year.” Don tells me. “Walter does incredible work, and he has been a great mentor and friend. And yes, while we are all somewhat competitors, we respect each other’s journeys and what each brings to the table. We’ve had different trajectories but relative success.” That drive and dedication is something that prevails in all parts of his life as one can see in his love for extreme skiing, mountain biking, and all things water. “Now that I have two kids getting involved in their own sports and activities, I have taken on the role of spectator as well. Different seat in the house, but I am enjoying it,” Don tells me.
Woo dla
nds
Mar
When I ask him what’s next for Woodlands, he tells me, “We will never stop growing, especially since the demand for our store model has created a niche in Bay Area grocery.”
ket
Woodlands has also branched into the micro-format. The Ross location, a few minutes from Kentfield, is proving to be a successful pilot and possible springboard into more smaller format, quick-and-easy locations. The store features staples like fresh-cut produce and prepared foods as well as a sandwich counter with a range of flavorful and madeto-order delights. The store also offers a friendly haven for students at the elementary school, situated kitty-corner to the destination, with doors always open to after-school explorers.
s Café Woodland
Don has always strived to make Woodlands a reflection of the diverse landscape and the people of California’s Marin County. With the goal of providing a haven to foodies and fresh food enthusiasts alike, Woodlands is truly welcoming the consumer home. And to think it all started with a need for change and a little bit of blind faith.
WTF
DO I DO WITH
Fres h B le nd ers Swee t Ap ple s
™
{ what the fork }
COOL BEET SMOOTHIE WITH SWEET APPLES
INGREDIENTS 2 Stemilt Fresh Blenders™ Sweet Apples, cored and quartered 1 cup ice 1 large roasted beet, completely cooled and peeled* 6 large strawberries, hulled 1 cup fresh baby spinach, loosely packed 1 orange, peeled zest of one lime ¼ cup water * Cook beet as preferred, boiled or steamed works as well; best to cool cooked beet overnight in fridge or purchase fresh, pre-cooked, refrigerated beets. Servings: 28 to 32 ounces
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DIRECTIONS
1 2 3 4
Add apple, ice, beet, strawberries, spinach, orange, lime zest, and water to pitcher of high-speed electric blender (one suitable for crushing ice and handling firm textures). Blend on high (or use “smoothie” option, if applicable) for approximately 1 minute. If necessary, stop machine intermittently to scrape down sides or press ingredients down to remove any air pockets that might impede blending. Pour into glasses and serve immediately.
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